Marketing Management

1. Marketing Management

2. Defining Marketing Marketing starts with customers and ends with customers. The American Marketing Association defines marketing as: “Marketing is an organisational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders.” Marketingmanagement is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

3. Marketing? • Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and stakeholders • Marketing is identifying and meeting human and social needs. • Marketing is “meeting needs profitably”

4. What is marketing? • Delivering Value For a firm to deliver value to its customers, they must consider what is known as the "total market offering." This includes the reputation of the organization, staff representation, product benefits, and technological characteristics as compared to competitors' market offerings and prices. Value can thus be defined as the relationship of a firm's market offerings to those of its competitors • Customer Relationship The practice of building and maintaining ongoing friendships with customers in an effort to make them feel comfortable with an organization and its service providers and to enhance customer loyalty. • Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.

5. The Concept of Exchange The concept of exchange is the essence and central to marketing thinking. Unless there is actual or potential exchange, there is no marketing. Something of Value (Goods, Service, Ideas, etc.) Both Parties Freely Agree to the Terms and Conditions of Exchange (Money, Credit, Goods, Labour) Something of ValueMarketer Customer Marketer

6. For an exchange to occur….. • There are at least two parties. • Each party has something that might be of value to the other party. • Each party is capable of communication and delivery. • Each party is free to reject the exchange offer. • Each party believes it is appropriate or desirable to deal with the other party.

7. What is Marketed? • Goods • Services • Events • Experiences • Persons • Places • Properties • Organizations • Information • Ideas

8. Who markets? • Marketers and Prospects- A marketer is someone who seeks a response-attention, a purchase, a vote, a donation-from another party, called the prospect. If two parties are seeking to sell something to each other, we call them both marketers.

9. Marketing Tasks 1. Negative Demand: This situation is faced when a major part of the target market dislikes the product and may even pay a price to avoid it. The marketing task is to unearth and analyse the reasons for this state, and to learn if a product redesign or change in marketing mix elements can help. 2. No Demand: The customers may be unaware or indifferent towards the product. The remedy is to create product awareness and connect product benefits to customers’ needs and wants. 3. Dormant Demand: This may occur when the currently available products fail to satisfy the strong needs that customers feel. To meet the latent demand more effectively, the marketing task is to develop product or service if the market size is favourable. Cont…

10. Marketing Tasks 4. Falling Demand: Sooner or later, companies face this situation with respect to their products or services. The task is to reverse this trend, and marketing should find out the reasons and take swift remedial action. New markets, product feature modification, or more focused and effective promotion may hold the solution. 5. Fluctuating Demand: Many companies experience this pattern, the demand varying according to the season, or festivals, etc. The task is to synchronise marketing efforts to alter the demand pattern by adopting flexible pricing, and sales promotion techniques. 6. Full Demand: This is a situation all companies aspire and work for. The task is to maintain the level of demand and keep pace with the changing customer preferences and ever increasing competition and monitor customer satisfaction. Cont…

11. Marketing Tasks 7. Excess Demand: At this demand level, the company is unable to meet the demand level. The only option usually available is to find ways to decrease demand temporarily or permanently. Generally, marketing seeks to discourage overall demand through demarketing, either by increasing prices or reducing promotion and services. Selective demarketing involves reducing demand from those markets that are less profitable. 8. Unwholesome Demand: This concerns managing demand for harmful products. The marketing task is to make the public aware about the dangers and harmful effects caused through misuse or over use of such products by using appropriate degree of fear appeals, price hike, or reduced availability.

12. Negative Nonexistent Latent Declining Irregular Unwholesome Full Overfull Possible Eight Demand States

13. Possible Eight Demand States • Negative Demand • Consumers dislike the product e.g. Vaccination, Dental work • Nonexistent Demand • Consumers may be unaware of the product e.g. Foreign Language course • Latent Demand • Consumers may share a strong need that can’t be satisfied with existing product e.g. Harm less cigarettes, Fuel Efficient cars • Declining Demand • Consumers begins to buy the product less frequently e.g. churches, Govt. Schools • Irregular Demand • Consumers purchases vary on a seasonal, monthly, weekly, daily or hourly e.g. Museums on week days, Travelling Peak Off Peak time • Unwholesome Demand • Consumers attracted to products that have undesirable social consequences e.g. Cigarettes, Alcohol, Drugs • Full Demand • Consumers are adequately buying all products. • Overfull Demand • More consumers would like to buy than can be satisfied.

14. Markets • Traditionally, a “market” was a physical place where buyers and sellers gathered to buy and sell goods. Economists describe a market as a collection of buyers and sellers who transact over a particular product or product class. • Marketers often use the term market to cover various groupings of customers. They view sellers as constituting the industry and buyers as constituting the market.

17. Key Customer Markets • Consumer markets • Business markets • Global markets • Nonprofit/Governmental markets

18. Changing technology Globalization Deregulation Privatization Empowerment Customization Convergence Disintermediation The marketplace isn’t what it used to be….

19. Marketplaces, Marketspaces and Metamarkets • Marketplace is physical such as a store you shop in

20. Marketplaces, Marketspaces and Metamarkets • Marketspace is digital, as when you shop on the Internet.

21. Marketplaces, Marketspaces and Metamarkets • A cluster of complementary products and services that are closely related in the mind of consumers but spread across a diverse set of industries.

22. Core Marketing Concepts • Needs, wants, and demands • Target markets, positioning, segmentation • Offerings and brands- Companies address needs by putting forth a value proposition a set of benefits that they offer to customers to satisfy their needs. The intangible value proposition is made physical by an offering which can be combination of products information and experiences. • Value and satisfaction Value reflects the sum of the perceived tangible and intangible benefits and costs to customers. It is a combination of quality service and price.(“qsp”) called “customer value triad”

23. Core Marketing Concepts • Marketing channels • Communication Channels e.g. Newspapers, Magazines Radio., Television, Mail, Telephone, Billboards, Posters, Fliers, CDs, Audio Tapes & Internet • Distribution Channels e.g. Distributors, Wholesalers, Retailers, & Agents • Supply chain is a longer channel stretching from raw materials to components to final products that are carried to final buyers. • Competition • Marketing environment • Task Environment e.g. Company, Suppliers, Distributors, Dealers & Target Customers • Broad Environment

24. The New Marketing Realities • Major societal Forces • Network information Technology • Globalization • Deregulation • Privatization • Heightened Competition • Industry Convergence • Consumer resistance • Retail Transformation • Disintermediation • Consumer buying power • Consumer information • Consumer participation • Consumer resistance

25. The New Marketing Realities • New Consumer Capabilities • A substantial increase in Buying Power • A greater variety of available goods and services • A great amount of information about practically any thing • Greater ease in interacting and placing and receiving orders • An ability to compare notes on product and services • An amplified voice to influence peer and public opinion

26. The New Marketing Realities • New Company Capabilities: • Marketers can use Internet as a powerful info and sales channel • Marketers can collect full and richer info about markets, customers, prospects and competitors • Can tap social media to amplify brand image • Can use mobile mktg • Can speed up both internal and external communication • Can send coupons, samples to facilitate sales • Can customized product offerings

27. Needs, Wants, and Demand A need can be defined as a felt state of deprivation of some basic satisfaction. The specific satisfier that an individual looks for defines thewant. When the want is backed by purchasing power, it is called the demand.

28. Needs • Stated Needs(The customer wants an inexpensive car) • Real Needs(The customer wants a car whose operating cost not its initial price is low) • Unstated needs(The customer expects good service from the dealer) • Delight Needs(customer would like the dealer to include an onboard navigation system) • Secret Needs(The customer want friends to see him as a savvy consumer)

29. Orientation, Marketing Orientation, Consumer Orientation • Orientation- the type of interests, activities, or aims that an organization, business, or project has, or the act of giving attention to a particular thing: • Marketing Orientation - is an organizational orientation that believes success is most effectively achieved by satisfying consumer demands. • Consumer Orientation - A service offered by companies that focuses on the internal and external needs of a business's customers. Consumer orientation establishes and monitors standards of customer satisfaction and strives to meet the clientele's needs and expectations related to the product or service sold by the business.

30. Evolution of Marketing Concept • The Production Concept • The product concept • The Selling Concept • The Marketing Concept

31. The Production Concept • Those companies who believe in this philosophy think that if the goods/services are cheap and they can be made available at many places, there cannot be any problem regarding sale. • Keeping in mind the same philosophy these companies put in all their marketing efforts in reducing the cost of production and strengthening their distribution system. In order to reduce the cost of production and to bring it down to the minimum level, these companies indulge in large scale production. • This helps them in effecting the economics of the large scale production. Consequently, the cost of production per unit is reduced. • The utility of this philosophy is apparent only when demand exceeds supply. Its greatest drawback is that it is not always necessary that the customer every time purchases the cheap and easily available goods or services

32. The Product Concept • Those companies who believe in this philosophy are of the opinion that if the quality of goods or services is of good standard, the customers can be easily attracted. The basis of this thinking is that the customers get attracted towards the products of good quality. On the basis of this philosophy or idea these companies direct their marketing efforts to increasing the quality of their product. • It is a firm belief of the followers of the product concept that the customers get attracted to the products of good quality. This is not the absolute truth because it is not the only basis of buying goods. • The customers do take care of the price of the products, its availability, etc. A good quality product and high price can upset the budget of a customer. Therefore, it can be said that only the quality of the product is not the only way to the success of marketing.

33. The Selling Concept • Those companies who believe in this concept think that leaving alone the customers will not help. Instead there is a need to attract the customers towards them. They think that goods are not bought but they have to be sold. • The basis of this thinking is that the customers can be attracted. Keeping in view this concept these companies concentrate their marketing efforts towards educating and attracting the customers. In such a case their main thinking is ‘selling what you have’. • This concept offers the idea that by repeated efforts one can sell-anything to the customers. This may be right for some time, but you cannot do it for a long-time. If you succeed in enticing the customer once, he cannot be won over every time. • On the contrary, he will work for damaging your reputation. Therefore, it can be asserted that this philosophy offers only a short-term advantage and is not for long-term gains.

34. The Marketing Concept • Those companies who believe in this concept are of the opinion that success can be achieved only through consumer satisfaction. The basis of this thinking is that only those goods/service should be made available which the consumers want or desire and not the things which you can do. • In other words, they do not sell what they can make but they make what they can sell. Keeping in mind this idea, these companies direct their marketing efforts to achieve consumer satisfaction. • In short, it can be said that it is a modern concept and by adopting it profit can be earned on a long-term basis. The drawback of this concept is that no attention is paid to social welfare.

35. Societal Marketing Concept • This concept stresses not only the customer satisfaction but also gives importance to Consumer Welfare/Societal Welfare. This concept is almost a step further than the marketing concept. Under this concept, it is believed that mere satisfaction of the consumers would not help and the welfare of the whole society has to be kept in mind. • For example, if a company produces a vehicle which consumes less petrol but spreads pollution, it will result in only consumer satisfaction and not the social welfare. • Primarily two elements are included under social welfare-high-level of human life and pollution free atmosphere. Therefore, the companies believing in this concept direct all their marketing efforts towards the achievement of consumer satisfaction and social welfare. • In short, it can be said that this is the latest concept of marketing. The companies adopting this concept can achieve long-term profit

36. Holistic Marketing Concept

37. Marketing Mix • In order to cater to the requirements of identified market segment, an entrepreneur has to develop an appropriate marketing mix. Marketing mix is a systematic and balanced combination of the four inputs which constitute the core of a company’s marketing system – the product, the price structure, the promotional activities and the place or distribution system”. These are popularly known as “Four P’s” of marketing. An appropriate combination of these four variables will help to influence demand. The problem facing small firms is that they sometimes do not feel themselves capable of controlling each of the four variables in order to influence the demand.

38. Marketing Mix: Four Ps • The offer you make to your customer can be altered by varying the mix elements. • So for a high profile brand, increase the focus on promotion and desensitize the weight given to price.

39. Product Price Place PromotionDecisions Decisions Decisions DecisionsProduct Price Place PromotionDecisions Decisions Decisions Decisions Brand name Pricing strategy Distribution Functionality Suggested retail channels (push, pull, etc.) price Styling Wholesale price Market coverage Advertising Quality Various discounts - intensive Sales promotion Safety Seasonal pricing - selective Personal selling Packaging Bundling - exclusive PR / publicity Repairs & support Price flexibility Inventory Promotional budget Warranty Price discrimination WarehousingAccessories and Order processingServices Transportation Marketing Mix 4 Ps: Product, Price, Place (distribution) and Promotion Marketing Mix Elements (4Ps)

40. Product (Customer Benefit) “A products anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want.”

41. Promotion (Marketing Communications) Promotion is a key element of marketing programme and is concerned with effectively and efficiently communicating the decisions of marketing strategy, to favourably influence target customers’ perceptions to facilitate exchange between the marketer and the customer that may satisfy the objectives of both customers and the company.

42. Distribution (Customer Convenience) Decisions with respect to distribution channel focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs.

43. Price (Customer Cost) Price variable such as dealer price, retail price, discounts, allowances, credit terms, etc., directly influence the development of marketing strategy, as price is a major factor that influences the assessment of value obtained by customers.

44. Total Offer To The Customer • First, the firm chooses the product to meet the identified need of the target segment • Second, the right distribution channel is used to make the product available • Third, the firm undertakes eye catching promotion • Fourth, the price platform is acceptable to the customer & firm

45. 4Ps & 4Cs • Product- Customer /Consumer • Price- Customer cost • Place- Convenience • Promotion- Communication

46. 4Ps & 4Cs • Four Cs • The Four Ps is also being replaced by the Four Cs model, consisting of consumer, cost, convenience, and communication. • The Four Cs model is more consumer-oriented and fits better in the movement from mass marketing to niche marketing.

47. Product- Consumer • The product part of the Four Ps model is replaced by consumer or consumer models, shifting the focus to satisfying the consumer.

48. Price- Cost • Pricing is replaced by cost, reflecting the reality of the total cost of ownership.

49. Place- Convenience • Placement is replaced by the convenience function. • With the rise of internet and hybrid models of purchasing, place is no longer as relevant as before. • Convenience takes into account the ease to buy a product, find a product, find information about a product, and several other considerations.

50. Promotion- Communication • Finally, the promotions feature is replaced by communication. • Communications represents a broader focus than simply promotions. • Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer.